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The Science of Selling Through Emotional Connection
StoryLeaders™ was founded on the belief that there is a better way to help salespeople thrive. Through the years, only a small percentage of salespeople have been able to forge the connections that influence and inspire people to change. We once thought selling to be a problem-solving process based on the paradigm that decision-making is logical and rational. New science has significantly reshaped our understanding of how humans decide to change, how we decide to trust, how we allow ourselves to be influenced by others, how we take “leaps of faith” to try new things, and how we buy. We now have a greater understanding of how people are influenced by other people to change. We've drawn upon our own experiences and researched a wide range of disciplines including neuroscience, psychology, sociology and others, to create the Story Leaders framework. Through our workshops and executive coaching, we help people learn how to use the powers of story and empathic listening to connect with, inspire, and influence change in others.
Why Story? – Whole Brain Selling
The first question we are asked these days is, "why story?" For the past hundred and ninety thousand years, humans have used story to lead, communicate, educate, warn, persuade, engage others, inspire, to celebrate success and to connect emotionally. Why are the leaders in virtually all professions good storytellers? Story is in our DNA.
Why use story to sell? A good story can have a profound effect on the buying process. People respond unconsciously to stories. When people hear, "once upon a time…" a part of their brain tells them, this is safe, it's just a story, I don't have to do anything. I can relax and enjoy the story. Paradoxically, at the same time, we also respond with, I better pay attention, I might need to remember this, it could be important. Long after we forget data, we remember stories.
We can teach sellers how they can more effectively influence change by better connecting with their buyer’s natural human behavior through story. Story is the most powerful way to put ideas into the world, for people to learn and change, and for sellers to emotionally connect with their customers and buyers.
>Visit Story Leaders.com
